Outside the Box Leeds (OTB), the well-known Yorkshire creative marketing agency is taking its services overseas, winning a contract to review and refresh the branding of the New Zealand-based Ethique cosmetics brand which uses only ethically sourced, naturally derived and sustainable ingredients. A favourite of celebrities such as Britney Spears and Ashton Kutcher as well as beauty publications like Vogue and Forbes, the brand is gaining international recognition.

Science graduate Brianne West founded the brand which comprises 34 innovative products, all in the form of solid beauty bars which are sold in compostable packaging, removing the need for bottles, jars, lids, pump dispensers etc. Ethique tasked OTB with reviewing and developing the brand in line with its ambition to expand its markets overseas.

OTB, which is renowned for its extensive experience working in the FMCG sector, including working with beauty clients, developed a redefined proposition and strapline as well as developing a brand pyramid and comprehensive brand guidelines; and creating new brand assets such as social media templates, newsletters, graphics and packaging. The new branding was designed to appeal to new and existing customers and to encourage interest and trial of the products.

Charlotte Holgate, account manager at OTB, says: “It’s great to work with a sustainable business that has such a positive, tangible effect on the environment. Ethique is attracting the attention of influencers all around the globe, from celebrities to internationally renowned publications.

“This is the start of our journey with Ethique, supporting them to grow the brand internationally and promote the concept of zero packaging waste for beauty products – Ethique’s dedication to sustainable beauty practices is preventing 100,000 plastic containers worldwide being disposed into our environment. It’s a fantastic range and we’re proud to be helping to develop its brand identity to support its profile globally.”